As the pioneer of biological safety cabinets, The Baker Company is the world’s leader in air containment technology for scientific research centers, university labs, hospital pharmacies and technology manufacturers. As overseas competition mounted in recent years, Baker found its venerable market position increasingly threatened. CD&M has helped reinvigorate the brand and reclaim its industry-dominating reputation. An emotionally connective campaign has resonated with both end users and key influencers, such as facilities managers and biosafety officers.

Collateral

With a revised brand, a new series of product brochures are created to reflect the clean, updated identity.